Posts tagged PPC advertising

PPC advertising is all about the looks. An attractive ad will get more click throughs than some staid, boring text ad with no call to action. I’m not just talking about great sales text. I’m talking about visual elements that you can ad to your text ad to make it more appealing. The bottom line is to make your ad stick out in a sea of advertisers. Here are a few ways to do that better:

Bold Text – Bold text can make your ad stand out. But don’t bold the entire ad. Use bold in a limited fashion by using it to draw attention to a very important word or phrase. That word will stick out and so will your ad.

Capitalize Letters – Or even whole words. NOT the entire ad. You don’t want to come across like you are shouting ad the searcher. You just want to draw emphasis to a certain word or perhaps one line by capitalizing the first letter of each word. Use this in moderation, but use it to great effect.

Exclamation Marks – Done once it can be very effective. Done twice or more and it has a detrimental effect. Like capital letters, it can seem like you are shouting. So don’t! Just go easy and use it when you need it.

Ampersand – The little ampersand does more than save space. It sticks out like a sore thumb & draws attention to itself. You may not want to use it every time in lieu of the longer ‘and’, but it can help make your ad more visible.

Other Special Characters – Use whatever you can to make your ad stand out. Numbers. Symbols. Whatever. Just stand out.

Is your PPC ad visual? It should be.

Download FREE Pay Per Click eBooks, Whitepapers and Guides Below:

Traditional marketers know that a person has to see an offer seven times before they act on it. So what happens when someone clicks on a pay per click ad for the first time?
Typical pay per click traffic is ready to buy right now. That’s why they search and that’s why they click. But if that were 100% true then everyone who clicks on a PPC ad would buy. Right? Well, there are many reasons why clickers on your PPC ads don’t buy.

It could be a competitor scoping out your marketing plan

Perhaps the click was an accident

The clicker arrived on your landing page and found something they didn’t expect to see

Not ready to buy right now

Searcher changed their mind about buying right now

Still in research mode

The list could go on. But the question is, can you convert those clickers on subsequent PPC ads? And the answer is yes.

It boils down to understanding who your audience is. There may be a segment of your audience that is more cautious when it comes to online transactions. Or it could be that your offering doesn’t sell itself on the landing page that you are using. This is the perfect opportunity for some testing. Run an A/B test on the elements of your landing page and see if it converts more traffic. If so then you could end up converting traffic that bounced before.

Advertising is about testing. Always. Even pay per click advertising. Make sure you are in constant test mode.